Fundacion Vicente Sarmiento Ledesma Promo, Case study JAIL by Maruri Grey Quito


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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Ecuador
Agency Maruri Grey Quito
Creative Director Rodrigo Costas, Federico Russi, Director Adrian Morano
Released May 2011

Credits & Description

Category: Public Affairs
President: Vicente Sarmiento (Vicente Sarmiento Ledesma Foundation)
President: Eduardo Maruri (Maruri Grey)
General Manager: Fausto Maruri (Maruri Grey)
National Creative Director: Daniel Pérez Pallares (Maruri Grey)
Creative Director: Adrián Morano (Maruri Grey)
Creative Director: Federico Russi (Maruri Grey)
Creative Director: Rodrigo Costas (Maruri Grey)
Manager: Santiago Maruri (Maruri Producciones)
Executive Producer: Andrés Arzube (Maruri Producciones)
Photo: José Xavier Cuesta (Maruri Producciones)
Production Assistant: Daniela Ubilla (Maruri Producciones)
Editing: Guillermo Buchelli Loor (Maruri Producciones)
Post: Alexandra Davila (Maruri Producciones)
Post: Ricardo Calero (Maruri Producciones)
Post Director: Andres Montesinos (Maruri Producciones)
Media placement: outdoor Activation - Guayaquil city streets - 22 may 2011

Summary of the Campaign
Vicente Francisco Sarmiento Ledezma of barely 24 years old was killed by delinquents. His father continued the struggle for the reform of the Criminal Code in order to enforce tougher penalties. In Ecuador 850 000 signatures are required for the issue at hand in Parliament.
To gather the signatures, We invited thousands of people to put a t-shirt that looks like a convict’s uniform and simply stay behind the bars of their homes, work, business. we showed guayaquil city a simple but revealing true. The delinquents are roaming free while the honest citizens are locked, hiding behind bars to protect themselves of the violence and danger of Guayaquil City’s streets.

in only six days we gathered 720.000 signatures, and the bill was passed with a crushing majority at the parliament..

The Situation
Vincent Sarmiento Francisco Ledesma, of barely 24 years of age, was killed in the city of Guayaquil, Ecuador.

There seemed to be no end to our insecurity.

However, with love anything is possible.

His father continued the struggle for the reform of the Criminal Code in order to enforce tougher penalties.

The Goal
In Ecuador the law stipulate that if a citizen wants to change the the law he requires 850 000 signatures backing the issue in order to be discussed at Parliament.
A huge challenge given that the ecuadorian population that is able to vote is just 6 millions. the goal was to get the 850.000 signatures before the years end.

The Strategy
In Ecuador, 95% of homes and businesses use bars as protection from criminals. It's ironic that the criminals are roaming free in the streets while the honest citizens need to hide behind bars. We wanted to show the ecuadorians that unspoken true, generating awareness and using the free press to get people to join the cause.

We invited thousands of people to join us. Wearing a tshirt that looked like a convict’s uniform, creating a sureal image of a city of prisioners.


The criminals roaming free while we are the ones behind bars.

Documented Results
A multitude of people, which increased with the help of social networks.

An amazing 720,000 petitions were signed in just 6 days.

Within a month 850,000 petitions were signed.

The bill was presented before Parliament.

and in November 2012, was passed.